The Relationship between the Extension of Religious Tourism and Social Trust: a Case Study of Shiraz (Iran)

Trust is a cornerstone of human interaction, underpinning cooperation and participation and functioning as an essential element in the fabric of social life. It facilitates broader collaboration and interaction across diverse social dimensions. In the context of religious tourism, where individuals travel for pilgrimage and spiritual enrichment, trust plays a significant role in fostering intercultural communication and mutual understanding. This article investigates the correlation between the expansion of religious tourism and social trust, specifically focusing on the city of Shiraz, a prominent destination for religious tourists. Employing an applied and descriptive-analytical research approach, the study utilizes both field and library research methods. The target population comprises religious tourists visiting Shiraz. Data analysis was conducted using SPSS software, with Cronbach's alpha values exceeding ۰.۷ for all variables, confirming the reliability of the research instrument. The study's findings indicate that a substantial majority (۹۰%) of religious tourists exhibit a moderate to high level of social trust, with an even greater proportion (۹۴%) expressing a moderate to high inclination to revisit Shiraz. Furthermore, a direct and significant correlation exists between social trust and revisit intention. Statistical analysis suggests that approximately ۳۸% of the variance in revisit intention can be attributed to elevated levels of social trust. Social trust plays multifaceted roles in social and economic spheres, contributing to tourist attraction, community education, promotional program diversification, and the presentation of cultural, religious, and architectural heritage. The research underscores that heightened social trust has a direct, positive impact on tourists' willingness to return to religious sites in Shiraz. This research is innovative in addressing the role of social trust in attracting religious tourists, an area that has received limited scholarly attention. The study's findings can serve as a foundation for future investigations into the intersection of religious tourism and social dynamics, particularly the role of social factors in the industry's development.

کلیدواژه ها:

Religious ، Tourism ، Social trust ، Tourism expansion ، Shiraz